This week we were required to watch a video from TED.com regarding using social media, the internet, or running a business then summarize the presentation.
I chose to watch a video by Sally Hogshead called How to Fascinate from a Tedx event in Atlanta, GA on March 15, 2011. I have listened to much of Sally’s book “How the World Sees You” and found it inspirational and honestly life changing for me. I thought my readers would also find it interesting.
“All markets are like like online dating…We need to get people to fall in fall in love with our ideas.” In this TedxAtlanta talk, Sally Hogshead, marketing and branding expert and creator of of the Fascination Profile Test, talks about how to utilize the 7 fascination triggers to build your brand and captivate your prospective audience in both your business and your personal life.
“The addictive nature of web browsing can leave you with an attention span of nine seconds – the same as a goldfish.”
9 seconds…that’s it. That’s not a lot of time to work with when it comes to marketing your company. The trick, according to Sally Hogshead, is to tap into the fascination triggers; those underlying traits that motivate and captivate your customers. What are they?
Power – Take command of your environment. Example: Google, TSA
Passion – Attract with emotion. Example: Apple. People buy the iPad 2 not for rational reason but because of attraction
Mystique – Arouse curiosity; make them want to fill in the blanks. Example: The television show LOST.
Prestige – Increase respect, aspirational.
Alarm – creating urgency. Example: Federal Express…it absolutely has to be there on time!
Vice/Innovation – Changing the game, deviate from the norm. Example: Groupon.
Trust – Build loyalty through consistency and stability. Example: Boy Scouts, Johnson & Johnson.
While companies use these triggers in their marketing strategies, we as individuals also use them in our every day life. We use Alarm when we are trying to motivate our kids to get in the car so we aren’t late for an appointment. We use Passion when we are drawing our loved ones close to us. However, as individuals we have certain fascination triggers that we naturally use in moments when we are most persuasive and most effective. Discovering these triggers is how we can create our personal brand.
You can look at someone like Donald Trump a see that he is very clearly the Power/Prestige combination: the Perfectionistic Powerhouse with a big personality, big ideas, and long range goals. Someone like Steve Jobs uses Power and Innovation. He is the Change Agent. He has power and leadership to get things done but he utilizes Vice/Innovation to be visionary and change the status quo.
As a marketing professional or as a business owner, we need to be able to recognize and utilize these fascination triggers to captivate our customers. If we want to draw people to our companies, what type of trigger most fits our company and will fascinate the most customers? Find this and you will have you will be on your way to keeping your customers attention for longer than that initial 9 seconds and setting your company apart from the masses.
Want to find out what makes you tick and how you can fascinate people you come in contact or prospective employers? Go take the test. It’s given me great insight into my own personality and my strengths. You can take The Fascination Personality Test at http://www.howtofascinate.com/products/fascination-profile.
Video presentation by Sally Hogshead on March 15, 2011.
Video accessed through http://www.Ted.com at http://www.ted.com/tedx/events/1899